Facebook (Finally) Acquires Atlas Advertising Suite From Microsoft

As long expected, Facebook today said that it has agreed to acquire Seattle-based Atlas Advertising from Microsoft for an undisclosed amount, in a move that demonstrates how serious the social media giant is getting about digital advertising. In a statement, Facebook said that the purchase of Atlas, whose software enables marketers and agencies to place and manage digital advertising campaigns, will help companies better measure the ROI of their digital media spend. It said that using the Atlas platform in conjunction with Facebook partners Nielsen and Datalogix will help advertisers compare their Facebook campaigns to the rest of their ad spend across the web on desktop and mobile. "If marketers and agencies can get a holistic view of campaign performance, they will be able to do a much better job of making sure the right messages get in front of the right people at the r...